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Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

When purchasing disposable surgical gowns, Mercy Hospital’s vice president of purchasing analyzes whether the hospital should buy disposable gowns or reusable gowns. If the findings favor disposable gowns, then the operating-room administrator compares various competitors’ products and prices and makes a choice. Surgeons influence the decision retroactively by reporting their satisfaction with the particular brand. In this situation, the surgeons perform the role of the ________.

Which of the following problems is most likely when a company chooses to use a sales agency instead of company salespeople?

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people’s inner selves.

________ is the tendency to interpret information in a way that will fit our preconceptions.

Which of the following types of distribution involves severely limiting the number of channel intermediaries?

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Which of the following statements demonstrates behavioral loyalty toward a brand?

________ describes the service program for helping customers keep purchased products in good working order.

Companies that aim to ________ strive to be affordable luxuries.